Brand Presentation on Nirula's
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Transcript of Brand Presentation on Nirula's
Ecstasy
welcomes
“Uncle Foodie”
I love to eat, eat &
eat… I am crazy for
food!!! But…
I am not satisfied…
There is something still
missing. Give me
more…
Welcomes you all to Brand Fest
Food & Beverage
Industry
• Remains under constant pressure to meet the changing demands of today’s consumer
• Need to ensure quality and compliance
• Keep pace with product lines
• Challenges such as
–aging workforce
– line optimization
– supply chain management
– Fulfilling the need for proficient maintenance and operational personnel
Food & Beverage
Industry
• Nirula’s
–9% market share
Food & Beverage
Industry
• Navis capital bought Nirula’s from its founders for Rs 90 crore in 2006
• Facility upgradation
• Total investment of 50 crore on modernization
About the Company
• Increase employee engagement
• Increase profitability in a structured and sustainable manner
The Game Plan
• New pay-for-performance components at all supervisory levels in the organization.
• Salary reviews for all employees were based on a Balance Score Card performance evaluation process
• New reward program named ‘ThodaAction Ho jaye’
Execution
• Delivery Order call centre
• Team of internal auditors created to assess performance, report non-conformance and highlight opportunities for improvement
• POS (Point of Sale) system
• Currently ERP (Enterprise Resource Planning)
Execution
To give joyful moments to generations through delicious and
affordable, Indian and International choices in fun-filled
and friendly environment by innovative and passionate people
Mission Statement
To improve the quality of life of our workforce, their families, our local community and society at
large
Vision Statement
• Responsibility & ownership
• Belonging and caring
• Passion to excel and advance
• Customer centricity
• Integrity and fairness
Goals
Relishing food the Indian way…
• Message : Its desilicious
• Promotions - Radio, Print, POPs
• Promote new stuff more like Thali &
Kebab
• Spicier tadhka bites from Nirulas by
April, 2011
Present Strategy
• 25 yr old single man
• Modern in his outlook but a desi heart
• First job
• Often eats out with friends & family
• Always seeks something different
• But quick & tasty
• Loves the ambience of international chains but craves for the desi taste
Target AudienceSec A & A+, 25 – 40 yrs, Men & Women
One man two sides
Consumer Concerns
…
“I am today’s king, value my
time or go away”
“ I want my tummy to be full,
without getting bankrupt”
“I have an appetite for faces that
smile”
“Wahin quality jab kam daam pe miley,
to koi yeh kyun le… woh na le!!!”
…
India’s pioneering quick serve restaurant
Catering to Indian palate for 75 years
Market Share : Ξ 9%
Diverse range of menu
Brand Trends
• Government
–Quality norms
–PFA – Provision of Food Adulteration
–Taxation effects
Environment
Variables
• Technology
–More Energy efficient
– ‘Thorning Process’ to meet standards
–Machine Oriented
–Man Oriented
…
• Economic Trends
–Growing disposable income of individuals of 25yrs
–Higher spending power
– “Value for money”
…
• Socio-Cultural Trends
–More Outgoing
– Likes spending time with near & dear
–Health & Hygiene conscious
…
• Ecological Trends
–Rising concern for Environment
–Eco friendly approach for waste disposal
…
• Core benefit – Hunger Solution
• Basic – Choices (desi + western)
• Augmented – Good taste
• Expected– Quality & hygiene
• Potential – Frozen food
Product : Different
Levels
Nirula’s
Family Style
Restaurants
Hotels
Potpourri
Pegasus Bar
Ice Cream Kiosks
Pastry Shops
Product Lines
• Pricing
–Fair price
–Wide range
• Factors affecting Pricing
–Technology
–R&D
–Transportation
• Place
–Delhi / NCR, Panipat, Dehradun, Chandigarh, Jaipur, Meerut and Pathankot
–Malls, transit locations, highways and large commercial complexes making the brand more accessible for consumers
• Promotion
–Complementary b’day gifts
– Ice Cream of the month
–Nirula’s Coke Combo khao, daredevils ke saath Bali jao
• People
– Address orders as quickly as possible
– Proper Uniforms
• Physical Evidence
–Décor is simple
–Cleanliness is maintained
• Process
–Food processing process visible to customers
Positioning
Competitive Environment
Target
Insight
Essence
Benefits
Values & Personality
Reasons to believe
Discriminator
• All quick service restaurants, cafes and traditional Indian snack/mithaishops
• Mostly in self service segment
• Offering home delivery
Competitive
Environment
TG
• Brand : Young adult in his mid 20’s
• Creative :
–25 yr old single man, modern yet traditional at heart
–Eats out with family & friends
– Loves ambience & International taste
but craves for desi taste
Target Group
“I love the desi taste, because
nothing tastes better”
Insight
• Biggest quick service menu in town
• Taste of North Indian kitchen
• Quality of products at affordable prices
• Including al time favorites such as HCF
Benefits
• Values
–Tradition, trust, time honored, quality, inclusive, affordable
• Personality
–Modern desi, young, contemporary, friendly, extrovert
Values & Personality
• India’s pioneering quick service restaurant
• Range of Indian snacks & meals
• Internal quick serve items with a difference
• Displaying understanding of contemporary India & Indians
• Catering to Indian palate
Reasons to believe
• Understands the Internal taste and offers Indian & International food items
Discriminator
Relishing food the Indian way
Brand Essence
• Initially – based on choice
• Now – based on taste & consistency
USP - “Its desilicious ”
Positioning
PLC
Brand Analysis
– Very old name in hospitality industry
– One of the biggest quick service menu in town
– Quality products at affordable prices
– Strong presence in Northern India, especially NCR region
– Caters to the needs of many
– Ambience
– Hygiene
– Tie ups & CSR
Strengths
–Undefined product positioning
–Unable to target the customer well
– Limited promotion
–Ambitious Expansion
–Names like Potpourri, Pegasus alienates
–No Brand Association
–Dissatisfied home delivery
Weaknesses
–Increase in consumer purchasing power
–Exploring markets in Haryana, Punjab, and North East
–Increasing need for good quality food
Opportunities
–Entry of multinational & local players in the market
–Wide range of Competitors
–Aggressive players in different segments
–Competitor known for his “specialty”
–Consumer inclination not easy to change
Threats
Competition
Analysis
• Major Competitors–Haldirams
–Bikanerwala
–McD
–Dominos
–Gianis
• Minor Competitors
–CCD
–Barista
–Nathu’s
–B&R
– Local Restaurants
–Home Cooked food
Specialist
Local
Variety
International
• McDonalds•Pizza Hut•Dominos•Subway
Competitive Mapping
• CCD•Barista
• Nathu’s• Bikanerwala• Haldiram’s
• Nirula’s
Positioning Map
High Food Quality
Low Food Quality
High VarietyLow Variety
• Nirula’s
• Haldirams
• Bikanerwala
• Pizza Hut
• McD
Quick food
Slow
Indian choices International choices
• Nirula’s
• Haldirams
• Pizza Hut
• McD
• Dominos
• B&R
Family restaurant
Hangout
Limited Variety Good Variety
• Nirula’s
• Haldirams
• McD
• B&R
•Pizza Hut
•Dominos
Major Competitor
Analysis
–High Brand awareness
–High quality image
–Good taste
–High Market Share
–Packed and cooked food
Strengths
–Seen only as Family restaurant
–Limitation of non-vegetarian food
–Failed healthy menu/ low fat products
–Less promotional offers
–High Price
Weaknesses
–People preferring more Indian food
–Increased spending power
Opportunities
–Increased Competition from various Industries
–Health Conscious Consumer Trend
–Value-Conscious Consumer Trend
–Price War Business Practices
Threats
Required Customer perception -Nirula’s offer a choice of Indian
and western food, with a unique desitaste
“Its desilicious”
Customer Perception – Nirula’sspecialist in junk food, taste is
satisfactory
Positioning
Brand desired positioning doesn’t meet the Customer
Perception
The Gap
How to go about it ?
• Focused Group discussions
• 15 respondents
• Age – 18–40 yrs
• SEC A
Research &
Insights
Insights
• Lack of Customer Loyalty
• Ice Creams-the main charm of Nirula’s
• Miss desi taste in other food joints
i.e. can’t consume that on regular basis
• Health conscious consumer trend
• Value conscious consumer trend
Insights
Marketing Problem
• Lack of “Customer Loyalty”
• Considered as a family restaurant only
• People still unaware of the Menu options
Marketing
Problem
Marketing objective
• Increase market share in Delhi/NCR
• Influencing new users
• Building loyalty of present users
• Increasing Awareness
Marketing
Objective
• Create emotional connect via desifood
• Promote Specialties
Communication
Objective
Strategy
Promotion
• Problem Area – Consistency
• Solution – Work Upon it
• Result – Increased Customer Loyalty
Internal Areas
“Customer s & Locations should go
hand in hand”
Strategic Locations – Malls, Amusement Parks & Colleges
Major TG Minor TG
Colleges
Amity International
IIPM
IIT Delhi
IIFTAffluent Students
N’s - Meets their StandardsWant for Indian - desi food
Malls
Select City Walk
Sahara Mall
TDI, Rajouri Garden
Centre Stage Mall
Shipra Mall
To target Family & Youth
Amusement Park
-Adventure Island
-World of Wonders
To target Family & kids
Tie Ups with Offices for in-delivery parcels
Videocon Tower
Promotion Schemes
Office People
“Its good to have many things, but it is important to promote
the specialty”
Promotion
• Promote HCF so that it develops a brand association
• Working on Communication Strategy
Bonding HCF with people over times
Radio & Print
Ads
Budget• Radio Channels
•Radio Mirchi Rs.1,20,000
Red FM Rs. 1,44,000
Newspapers
HT City Rs. 50,00,000
Delhi Times Rs. 56,00,000
Why ?
Target office going youth
- Create HCF Community
- Uncle N’s Game - Suggestion
Earn Points, get discounts
Internet
• Highlighting Nirula’s burger as low fat junk & desi food as
‘healthy and diet food’
Advertorials
• Creatives–HCF
–Its desilicious
• Place
–IGI Airport, Saket, Def Col, South Ex, North Campus, Rajouri Garden
Outdoor Ads
• Delhi Metros
–Hand rests present throughout the Metros
–Elevators
Outdoor Ads
BudgetLocation Cost
IGI Airport Rs. 5,00,000
Saket Rs.4,00,000
Defence Colony Rs.4,50,000
South Extension Rs.8,00,000
North Campus Rs.4,00,000
Rajouri Garden Rs.4,00,000
Delhi Metro Rs.1,50,000
• Places - Malls Only
• Contest - “Foodilicious by Heart”
• Central Idea – Indians are foodie by heart & Nirula’s caters to all
• Award – 50% Off on menu thrice a month for the family
Objective – Promote Nirula’s specialtiesFamiliarize the tagline
Event 1
“happy times with Nirula’s”
“Hottie-licious + Heart-ilicious”• Places - Malls
• For Couples
• Ask unexpected questions related to partner’s food habits
• Award – One free Date at Nirula’s
Event 2
• Promoting Brand symbol
• Sole attracter
• Outside every Nirula’s outlet
Uncle N
Objective – Attract Children
Personalized messages
Regular Through
Customers Databases
Telephone
Marketing
Objective – Inform about discountsIncrease Awareness
Total Budget
•Medium Cost Incurred
Radio Rs.2,64,000
Newspaper Rs. 1,06,00,000
Outdoor Rs. 87,50,000
Total Rs.1,96,14,000
Savings: Rs. 3,86,000
Uncle Foodie has now gone
foodie-licious & crazy-licious
Haven't u????
Sandeep Nagarke
Madhulika Atri
Priyanka Gandhi